Advanced research methodologies
EKOS utilizes its Probit panel, described as a hybrid online/telephone research panel constructed using probability-based methods. Recruitment for the panel is conducted randomly via telephone (using random digit dialing for both landline and cell phones), and respondents participate either online or by phone. This hybrid approach aims to provide exhaustive coverage of the Canadian population and support margin of error estimates, unlike non-probability opt-in panels.
For data analysis, EKOS applies multi-variable iterative weighting procedures (such as Random Iterative Method or RIM weighting) to adjust its survey samples. These adjustments typically account for demographic variables including age, gender, region, and educational attainment to ensure the sample's composition reflects population benchmarks, often based on Census data. EKOS has noted that weighting by education can be appropriate when response rates appear correlated with this variable, though acknowledging the complexities involved in comparing survey samples to Census data on education due to measurement and coverage factors.
In its qualitative research, EKOS employs methods such as focus groups, key informant interviews, ethnographic research, and content analysis to gain deeper understanding of public attitudes and motivations. The available sources do not specify whether their content analysis techniques involve computational methods like natural language processing (NLP) or proprietary algorithms.
Services
EKOS offers a range of research and consulting services, including public opinion polling, policy research and analysis, program evaluation, market research, and economic research.
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The firm conducts research across various sectors, including healthcare, national security, democratic institutions, immigration, and social policy.
Notable research
EKOS has conducted numerous high-profile studies on Canadian public opinion, including:
Political polling
EKOS regularly releases voting intention polls during federal and provincial election campaigns. During the 2021 Canadian federal election, EKOS's final poll projected the Liberal Party would win the most seats, which aligned with the actual election outcome.
Social cohesion and polarization
Since 2019, EKOS has published research on growing polarization in Canadian society, particularly around issues of immigration, climate change, and economic outlook. This research has identified differing outlooks among voters, which has been cited as a framework for understanding contemporary political divisions in Canada.
Economic confidence
EKOS frequently tracks Canadian economic confidence, including public perceptions of personal financial situations, job security, and economic outlook.
COVID-19 research
During the COVID-19 pandemic, EKOS conducted extensive research on Canadians' attitudes toward public health measures, vaccine acceptance, and the economic impacts of the pandemic. This research was frequently cited by media outlets and government agencies.
Immigration attitudes
The firm has conducted research on Canadian attitudes toward immigration and multiculturalism, noting shifts in public opinion over time.
